BLACK FRIDAY WHOPPER SHOPPER
| Title | BLACK FRIDAY WHOPPER SHOPPER |
| Brand | BURGER KING CORPORATION |
| Product/Service | WHOPPER |
| Category |
B01. Mobile Websites |
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Entrant
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GRABARZ & PARTNER Hamburg, GERMANY
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Idea Creation
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GRABARZ & PARTNER Hamburg, GERMANY
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PR
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ALISON BROD MARKETING + COMMUNICATIONS New York, USA
|
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Production
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RABBICORN FILMS Hamburg, GERMANY
|
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Production 2
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MITK ▽ MOTION IS THE KEY Hamburg, GERMANY
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Production 3
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SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
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Additional Company
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BURGER KING Miami, USA
|
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Additional Company 2
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BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
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Additional Company 3
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RELEVANT REWARDING Harderwijk, THE NETHERLANDS
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Credits
| Felix Fenz |
Grabarz & Partner |
Chief Creative Officer |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Alessandro Perri |
Grabarz & Partner |
Art Director |
| Erwin Lorenz |
Grabarz & Partner |
Art Director |
| Andrew McEvoy |
Grabarz & Partner |
Copywriter |
| Gabriela van der Linden |
Grabarz & Partner |
Copywriter |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Irene Aniteye |
Grabarz & Partner |
Planner |
| Aleksandr Bobrov |
Grabarz & Partner |
Graphic Designer |
| Fernando Machado |
Burger King Corporation |
Global Chief Marketing Officer |
| Marcelo Pascoa |
Burger King Corporation |
Global Head of Brand Marketing |
| Rogelio Magana |
Burger King Corporation |
Senior Brand Manager, Global Marketing |
| Klaus Schmäing |
Burger King Deutschland GmbH |
Director Marketing Germany |
| Benedikt Lemsky |
Burger King Deutschland GmbH |
Head of Marketing Communications Germany |
| - - |
Alison Brod Marketing + Communications |
PR Agency |
| - - |
RABBICORN FILMS GmbH |
Film Production |
| - - |
Relevant Rewarding B.V. |
Website setup & technical support |
| - - |
MITK ? MOTION IS THE KEY |
Post Production |
| - - |
Slaughterhouse GmbH |
Post Production |
Background
In the United States, where our campaign took place, Black Friday is the biggest shopping occasion of the year. Retailers spend around 6$ Billion dollars on attracting customers and typically, fashion and tech deals dominate the conversation. Our brief was to make BURGER KING relevant on Black Friday and drive Black Friday shoppers in-store when millions of people are switching to online-purchasing. Our secondary objective, as always, was to build on love and awareness of our most iconic product, the delicious flame-grilled WHOPPER.
Describe the creative idea
Black-Friday’s about finding deals. And what better deal could BURGER KING offer than the WHOPPER, for free! Even better? Using the online ad-budgets of 1400 other brands to pay for them. We found a new way to hack the granddaddy of online media: banners. And we used them to make brands pay for WHOPPERS. Shoppers just had to do their regular Black Friday shopping through our mobile website.
Describe the strategy
How do you make a Burger brand relevant on Black Friday? Yes, it’s one of the biggest shopping occasions of the year. In the USA, the stars of the show are usually tech and fashion brands. Not restaurants, and certainly not fast food! Even worse, most of the shopping that happens online. So we designed WHOPPER-SHOPPER.com as a mobile shopping website that rewarded shopping with WHOPPER vouchers. The twist, we got 1400 other brands to pay for those WHOPPERS through affiliate marketing. We targeted our audience of Black Friday Shoppers and Whopper-Lovers with posts on social media and led them to our mobile website during the busiest shopping event of the year – Black Friday (15.11.18-26.11.18), when buzz was highest. After the promotion ended, they received WHOPPER vouchers, courtesy of some of their favourite brands. These vouchers in turn drove them in store.
Describe the execution
During the lead up to Black Friday (15.11.18-26.11.18), when the buzz around Black Friday is at its highest, we launched our mobile website. WHOPPER-SHOPPER.com. A Black Friday mobile shopping website that tricked brands into paying for WHOPPERS, putting a new spin on a classic marketing tool: Banners. As WHOPPER-SHOPPER.com was a Black-Friday shopping website filled with nothing but banners.
Whenever someone clicked a banner to buy something, brands paid BURGER KING from their media budgets. And we refunded that money back to guests as WHOPPER vouchers. People could search our website for the brands they wanted to pay for their WHOPPER. We reached our audience through targeted posts on social media, and engaged with brands directly on Twitter. Guests just had to create an account on WHOPPER-SHOPPER.com and do their Black Friday Shopping through our mobile website. Once the promotion ended, we sent them WHOPPER vouchers to spend in store.
List the results
We built brand-love for BURGER KING as the brand that helped people to get the best Black Friday Deal ever: free WHOPPERS. News channels (Financial Times, Fox News, ABC News, Teen Vogue, Thrillist, Elite Daily etc.) were quick to pick up the idea. Helping us raise buzz around the brand 29% during the Black Friday period. And we reached nearly 300 Million people. In addition, as brands paid market value for WHOPPERS, our campaign actually ended up making a profit on ever WHOPPER we ‘gave’ away.